The study had subject to find out what factors Korean automobile consumer is considering in their decision to purchase cars in the situation of the growing competition in the domestic automobile market. In order to this end, the previous study was reviewed to select various factors considered in the process of buying cars. Based on this, Analytic Hierarchy Process was used to prioritize which factors were considered more important by consumers. In the result of study, we could find that performance had the highest priority, and the second ranking was the price. In contrast, image of brand and convenience of maintenance were shown to be relatively low in importance, ranking 3rd and 4th, respectively. Beside, we could recognized the ranking of other detailed factors. This study has an academic implication in that it is able to grasp the latest tendency of consumers’ purchase choice of car and to make conclusion by applying AHP analysis method to study of related subject. It also have practical significance that can be a basis for make sense what factors should be taken by the automobile industry to uprise the purchase of the consumers through the identification and preparation of the purchase selection criteria of domestic automobile buyers.

1. 서 론
2. 이론적 배경
    2.1 국내 자동차 시장 동향
    2.2 자동차 구매 결정 영향 요인
    2.3 계층의사결정이론(AHP)
3. 연구 방법
    3.1 연구모형 구성 및 가설 설정
4. 분석 결과 정리
    4.1 조사대상자의 특성
    4.2 제1계층 우선순위 분석 결과
    4.3. 제2계층 요인별 우선순위 분석 결과
    4.4 선택요인에 대한 종합 순위 분석 결과
5. 결 론
References

• Taewon Lee(Hanyang University Business School) | 이태원 Corresponding Author